In 2013 I founded Movem; a FinTech / PropTech company which was acquired in 2018 in a deal backed by one of the largest private equity firms in the world.
I’ve spent tens of thousands of hours—literally—reading, learning, practicing, refining and obsessing over product. What makes a user experience great? How could you convert another 1% of your visitors into paying users?
Since then, I’ve spent my time helping others build better products. From billion dollar companies based out in San Fransisco, to bedroom start-ups in places of the UK you wouldn’t even know existed.
I’ve been annotating user journeys for years, normally just squiggly lines with arrows, and one day late in 2019 I decided I’d start publishing free case studies in the hope that it’d help more people learn about product design.
Products are often built out of context.
Ask yourself this: if you were designing a cash machine that was only ever used by drunk people, how different would it be to a normal one?
The answer is very. But the UX on a cash machine doesn’t change at night. Why not?
Most of the time people build products that perform well in testing, but fail in the real world. The concept behind the name is that if a product was perfect, it’d be usable in a crater on Mars.
Aim to build a product that works on Mars, not just on the iPad in your office.